How can you write a creative brief that resonates with your target audience?

1 Know your audience

The first step to writing a creative brief that resonates with your target audience is to know who they are, what they want, what they need, and what they feel. You can use various research methods, such as surveys, interviews, personas, or customer journeys, to gather insights about your audience. The more you understand your audience, the more you can tailor your brief to address their pain points, desires, aspirations, and emotions.

2 Define your objectives

The next step to writing a creative brief that resonates with your target audience is to define your objectives for the project. What are you trying to achieve? What are the key messages you want to convey? How do you want your audience to react or respond? How will you measure the success of the project? Your objectives should be clear, specific, measurable, achievable, relevant, and time-bound. They should also align with your brand strategy and values.

3 Choose your tone and style

The third step to writing a creative brief that resonates with your target audience is to choose your tone and style for the project. How do you want to communicate with your audience? What is the personality and voice of your brand? How do you want to differentiate yourself from your competitors? Your tone and style should reflect your brand identity and positioning, as well as the mood and emotion you want to evoke in your audience. They should also be consistent across all your channels and platforms.

4 Provide examples and references

The fourth step to writing a creative brief that resonates with your target audience is to provide examples and references for the project. What are some of the best practices or benchmarks in your industry or niche? What are some of the creative works that inspire you or influence you? What are some of the dos and don'ts for the project? Providing examples and references can help you and your creative team visualize the direction and scope of the project. They can also help you avoid confusion, ambiguity, or misunderstanding.

5 Be brief and concise

The fifth step to writing a creative brief that resonates with your target audience is to be brief and concise. A creative brief is not a detailed or comprehensive document. It is a summary or overview of the most important and relevant information and objectives for the project. It should be easy to read, understand, and follow. It should also leave some room for creativity and flexibility. A creative brief should not be longer than one or two pages, and it should use clear and simple language.

6 Collaborate and iterate

The sixth and final step to writing a creative brief that resonates with your target audience is to collaborate and iterate. A creative brief is not a one-time or one-way document. It is a living and evolving document that requires feedback, input, and approval from all the stakeholders and parties involved in the project. It is also a tool for communication and alignment between you and your creative team. You should review and revise your brief as the project progresses, and you should always be open to new ideas and suggestions.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?